integrated marketing for accountancy firms

Integrated Marketing for Accountancy firms

www.reallysimplesystems.com

John PatersonCEO, Really Simple Systems

Agenda

• Cross Selling

• Referral Tracking

• Campaign Management

• Topic Mailings Management

• Fee Earner Adoption

• Integration with Practice Management systems

• The Business Development Process

• Summary and Quick Wins

Copyright © 2013 Really Simple Systems. Making CRM Simple. www.reallysimplesystems.com 2

Really Simple Systems

• Largest UK vendor of Cloud CRM

• Focussing on ease-of-use and end-user adoption

• Customers include RSM Tenon, Fisher Meredith, Red Cross, NHS, Dept of Environment, Royal Academy

• Integrated Sales & Marketing

– No need for 3rd party mailers

• Proven since 2006

– 5,000 users

– 99.999% uptime

• Award winning product & support


Cross Selling

• Set targets for lead generation– 2 contacts a month?

• Capture and report follow ups– Have they been done?

– What was the result?

• Chase, nag and reward

• Track the total results– how many contacts identified

– how many contacts followed up

– how much business won


Referral Tracking

• Capture incoming and outgoing referrals

• Capture how much business won from incoming

• Report and contrast incoming v outgoing

• Use results to leverage more incoming leads


Organisation Leads In Leads Out Deals Won

NatWest 5 10 2

SJ Berwin 7 6 1

Smith & Williamson

8 4 3

Campaign Management

• Track new business by Campaign– Referrals

– Cross Selling

– Newsletter & Mailings

– Pay per Click

– Web Site

– Suspects, Prospects, Opportunities & Sales

• What is working, what is not


Topic Mailings

• Build a list of topics– HR

– International Tax

– Compliance

– Etc

• Add Contacts to Campaigns

• Mail & Manage– Unsubscribes

– Bounces

– ClickThroughs


Fee Earner Adoption

• Very few people like using a CRM system

– Some will buy in, some won’t

– “nothing in it for me”

• Barriers

– Ease of use

– Speed to update

– Learning curve

– Reliability

• Stick & Carrot

– Track logins, usage

– Thank them when they use it properly

– Nag them (or their manager) when they don’t

• If you can’t get the fee earner to use the CRM, try their PA


Practice Management Systems

• Ideally, you want to see revenue and new contacts back into the CRM system

• Integration with Practice Management Systems is always “possible”

– Just often not easy=expensive

• Newer PMS are cloud-based, have standard APIs

• When you next upgrade/replace your PMs, make sure that it is cloud based, and has built-in APIs, for standard


Business Development Process

• Barriers1. Too busy to follow up leads

2. Not motivated to find new leads

3. Uncomfortable making appointments

• Solutions– Report progress across firm

1. Nag!

2. Nag!

3. Try and get a call agreed upfront

– And if that doesn’t work, try praise and embarrassment


Summary


• It isn’t rocket science

• But it does need organising, reporting, and prompting

• Fee Earner Adoption is key

• Proving to the firm that Marketing works is key

• Two quick wins

– Get one copy of the data, and start email campaigns

– Capture and report referrals

• Choose a CRM system

– from a supplier that understands the business

– that is easy for fee earners to use

– yet has the analysis capabilities for the reporting

RSM Tenon


• RSM Tenon needed

– to co-ordinate business development across practice areas and offices

– One copy of the data

– Easy for fee earners to use

– Zero IT overhead

Making CRM Simple

www.reallysimplesystems.com

integrated marketing for accountancy firms

Documents

crm simple

practice management

crm system integration

business woncopyright

barriers ease of use

outgoing referrals

cross selling set targets

incoming leadscopyright